Mumbai: TAM AdEx has released an e-commerce-gaming cross-media report for January to August 2022, highlighting the advertising volumes of all mediums (television, print, radio, and digital) by the category.
According to the report, ecom-gaming ad volumes on television increased two-fold between January and August 2022 compared to the corresponding period in 2021.
The top 10 advertisers accounted for more than 90 per cent of ad volumes during the same period, and 35 plus brands advertised on television from January to August 2022, of which the top 10 shared 91 per cent of ad volumes.
Advertisers in the e-commerce-gaming category preferred TV ad sizes ranging from 20 to 40 seconds. Between January and August 2022, 20 to 40-second and less than 20-second ads combined for a 99 per cent share of category ad volumes. Adding to this, more than 20 exclusive brands were advertised under the ecom-gaming category from January to August 2022.
The news genre alone accounted for 44 per cent of the category's ad volume, while sports came in second place. Top three channel genres grabbed 79 per cent of ad volumes’ share.
The news bulletin is the most popular programme genre among the brands on television. News bulletins and feature films together added 47 per cent of the category's ad volume.
On TV, prime time was the most preferred time band, followed by the afternoon. More than 70 per cent of total ad volume was accounted for by the prime, afternoon, and morning time bands.
The report, comparing January to August 2022 with the previous year of the same period, mentioned that the ad space in the ecom-gaming category dropped by 27 per cent in print media.
Galactus Funware Technology stood as the top advertiser with a 40 per cent share of ad space during the current period.
Moreover, the top 10 advertisers accounted for more than 90 per cent of the ad space.
The Hindi language was on top with a 41 per cent share of ad space. The top five publication languages together added 93 percent of the category’s ad space.
From January to August 2022, the general interest publication genre accounted for nearly 100 percent of the category's ad space.
Speaking about the digital space, the report stated that the sector's ad insertions saw a growth of 27 per cent in January to August 2022 compared to the previous year.
The top 10 advertisers shared 59 per cent of the ad insertions during the current period.
From January to August 2022, display ads accounted for more than 60 per cent of all category ad insertions. Desktop video had a 30 per cent share of the digital platforms, followed by desktop display, which had a 28 per cent share.
During the period from January to August 2022, the top ten advertisers had a 59 per cent share of ad insertions, with Head Digital Works topping the list with a 12 per cent share.